A Study of Customers’ Brand Loyalty For Selective Electronic Household Brands At Saidapet, Chennai INTRODUCTIONIf there are images in this attachment, they will not be displayed. According to America Marketing Association, a brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or a group of sellers and differentiate them from those of competitors. John Stewart, former CEO of Quaker Oats in the U S, once said – “If this business were split up, I would give you the land and bricks and mortar and I would keep the brands and trademarks and I would fare better than you. Thus brands are more powerful assets for any company because it influences the purchase decision through brand recognition, recall and brand identity and a key element for company’s relationship with consumers. Brands have been building consumer loyalty, competitive advantage and positive benefit perceptions for their corporate owners. Coke, IBM, BMW, TATA, L & T, P & G and MRF have characterized their strength of a well positioned brand marketed to a mass consumer audience through traditional Medias. A powerful brand has high brand equality. It is a measure of the brands ability to capture consumer preference and loyalty. A brand with high brand equality is very available asset for a company. Corporate owners brand strategy and tactics are typically based on an understanding of how consumers brand choice behavior is influenced by marketing factors such as Quality, Price, Innovation, Creativity, Design, Package and Advertisements etc. So when positioning a brand the marketer should establish a mission for that brand and a vision of what the brand must be and do. Objectives of the Study:
1. To know the brand preference of the customers for the selected brands in Chennai city. 2. To study the factors which are influencing brand preference for different Brands? 3. To provide insights as to how to build strong brands and track their strength over time. Methodology:
Research Design: Descriptive Study
Primary Data: Structured Questionnaire and personal interview Statistical Tool: Percentage analysis method
Sample Design: Convenience sample
Sample Size: 25
Limitations of study:
Chances of respondent’s bias are involved in the research. As the research is restricted to Chennai city, the results are not applicable to other parts of the district or state or country.
Table 1: Socio-Economic Conditions of the Respondents |S.No | |Factors |Frequency |Percent | |1. |Age of the Respondents |18-25 years |5 |20 | | |(in years) | | | | | | |26-35 years |7 |28 | | | |36-45 years |8 |32 | | | |45 & above |5 |20 | | | |Total |25 |100 | |2. |Sex |Male |15 |60 | | | |Female |10 |40 | | | |Total |25 |100 | |3. |Education |Graduate...